5 Endearing, High Impact and Outstanding Indian Advertising Campaigns of 2016

As the year comes to an end, my resolve to create content that will help my students to master advertising has only become stronger.  Coming soon my blog devoted to the world of advertising through which I will capture and chronicle insights and imagery behind some influential campaigns.  While my focus will be on advertising in India, I hope to share some views on global ad campaigns.

To kick start my endeavour, I present a look at 5 of what I consider the most Endearing and Outstanding Advertising Campaigns of 2016:

Amazon #AdjustNoMore

In July, 2016, Amazon India came out with their latest campaign titled #AdjustNoMore.  An integrated campaign which is spread across press, outdoor, radio, television, outdoor and digital media, it encourages us to let go of our habit of making do with the second best.  The campaign weaves simple stories around common people to highlight its wide range of accessible products which are within our reach with the Amazon app on our phones.  Positioning Amazon as the enabler who with a flick of a mobile phone screen helps consumers get what they want, when they need it, the campaign is something consumers can easily identify with.  

Kindle E-Reader #JoyOfReading

In a bid to drive the sales of the Kindle E-Reader, advertisements highlighting the joy of reading have proved to be endearing.  Whether it was the nosy mother trying to get a peek at what her young daughter is reading or a little girl trading places with a strange boy in a bid to do a random act of kindness, all the TVC’s of the brand have focused on how joyful the reading experience can be with the Kindle E-Reader. 

#PaytmKaro

In a bid to position itself on television, Paytm has launched a commercial that showcases a range of areas where Paytm users can make payments. Highlighting the ease with which you can pay for anything ranging from auto fares, grocery bills and petrol pumps through a mobile phone app. While the advertisers are at it they also show you how you can use Paytm to send money to relatives, book movie tickets and pay for utilities and highlights the QR (quick response) code scan feature of the mobile app.  It also shows how Paytm users are now across different age-groups. 

Hero #RagonMeinRaftaar

Hero Motocorp has rolled out the 'Ragon mein raftaar' campaign with a soundtrack titled the same; the TVC shows several young men and women preparing for various endeavours. The message is loud and clear, to drive young India into the future.  The campaign caught my eye because it captures the energy, enthusiasm and passion of an athlete, biker, boxer and dancers alike.  #RagonMeinRaftaar when speed flows through your veins!

Rajasthan Toursim Jaane Kya Dikh Jaye

Another outstanding, eye-catching and impactful campaign is the one by Rajasthan Tourism.  On January 15, 2016 the state rolled out the 'Jaane kya dikh jaaye' multi-year, multi-modal and multi-narrative domestic and international campaign.  Comprising of six films, of which five are named after the protagonists Arya, Meera, Huan, Jane and Binoy who feature as tourists in the videos. The sixth film is a stop-motion animation on sand and reveals the new logo of Rajasthan Tourism which is simple and effective; two birds make the eyes and two camels, a moustache.

What struck me about each of these campaigns was the innovation, simplicity, ease of extension along various media and the ability to connect the brand message with day to day lives of consumers.  

Business Entrepreneurship Assignment

In our assignment that will span three months (August-October 2011) my business entrepreneurship students will work towards making a difference to micro business owners in Pune City.

The assignment includes a series of tasks:

1. Identification of one micro business owner in Pune city such as a vegetable vendor, flower seller, small vendors selling snacks on a cart, doorstep vendors, people selling goods at traffic signals.
2. Working with this vendor over 2 months (Dec '16 to Jan '17) to help him/her/them overcome their business problems
3. Talking to the vendor and listing down his or her problems
4. Working together with him/her to find viable solutions to overcome those problems
5. Monitoring the results of your suggestion and solutions

Methodology: Making a short film on the background of the vendor by getting him or to talk about himself/herself.  The film should include clippings of a day in his/her life.  Before and after responses (relating to problems and solutions suggested by you).

You can make this film on your mobile (as a video) or shoot in on a handy cam (just to validate what you say).

A written report on the project to be submitted by each student in January 2017

We are all connected

Being a teacher by profession, the summer break that lasts 6 weeks is something I look forward to.  This summer my plans for a vacation were spending time with a friend first and then going to visit family.  However, the best plans can be derailed.  The friend had a crisis and did not come as planned.  Family visit too looked dicey.  In the end I decided, instead of twiddling my thumbs waiting for things to happen why not make things happen?

I had some time back connected with Rachna Dushyant Singh, the moving force behind Ankuri, an acronym for agency for non konventional urban rural initiatives.  Based in uttrakhand, a state known for its natural beauty their literacy program and knitting program were of interest to me.  I wrote to Rachna asking if it would be okay for me to visit.  She wrote back promptly and said I should come and see how they work and stay for as long as I like.  The interns from university of Michigan and Clarke university were there and I could help with a summer school they were engaging in Dehradun.  

Tickets booked and en route to Dehradun, I must admit I had mixed feelings.  I didn't know what exactly I was going to do.  Very rarely do I do things without planning and this was one such no agenda project.  However, I had no fear, even as I was charting unknown territory, it was as if a higher force had taken control, the reins were not in my hand and I did not mind that.

Once there I was struck by the beauty of thikana, a rustic homestay, run by Rachna and her family at bharatwala, about half and hour away from Dehradun.  The warmth and care with which her family opened their home and hearts to me was something I will always treasure.

I learned so much from everyone I met there.  In Rachna I found the tireless urge to do something, a single minded determination to work for others, to make a difference and to speak her mind.  She always had a kind word to say to everyone, be it a young village lad who came looking for work at the homestay, the village folk or the knitters who were part ankuri's knitting program.

From the four interns I met I learnt how determined and focused young girls can be( rather they should be).  As young teachers their enthusiasm and energy was impressive.  Together we made lesson plans, brainstormed and worked on posters for the school.  Long chats in the gazebo and after meals gave me insights into the person behind each one of them.  I even ended up teaching 3 out of 4 of them crochet.

Teaching kids in their early teens is something I have not done.  But I enjoyed my time reading from the jungle book, playing games and indulging in craft with my class.  Assisting is different from being in charge and for a change not being in charge was liberating.

Eight days went by too quickly.  But at the end of it, left me richer!

Richer in terms of-

The friends I had made- Rachna and her family and the interns

The children I met and interacted with touched my life with laughter and pranks.

The knitters- women from the village with their faces etched with smiles and the lines that life had imprinted- reinforced my belief in the power of hand work. 

In knowing that we are all connected.  Nothing is an accident.  Everyone who comes in to your life is meant to.  A karmic connection as Rachna called our bond.